The Power of Weekly Negations: From 141% TACOS to 10%
This Italy-based baby brand launched with no campaigns, low reviews, and burning ad spend. Weekly negations and a negative keyword bank dropped TACOS from 141% to 10%.
Industry: Baby Product
June 2025
Overview
This baby product brand entered the Italy marketplace with zero campaigns and virtually no reviews — a tough launch scenario.
During the early phase, performance spiked to extremely high ACOS, wasted spend, and zero organic traction.
We deployed a strategy focused on data collection, weekly search term negations, and n-gram keyword analysis.
Over time, the brand transformed from inefficient ad spend into strong organic growth and a scalable PPC foundation.
Challenges
Extremely high ACOS (173%) and TACOS (141%)
High CPC with minimal traction
Wasted spend on non-converting targets
No active campaigns at launch
Very low reviews
0% organic sales contribution
Action Plan
Launched a structured campaign system across all match types
Allowed intentional ad spend to flow for data gathering
Conducted weekly n-gram analysis to identify poor-performing search terms
Built a negative keyword bank to apply across campaigns
Applied negative keywords weekly across all connected campaigns
Reduced wasted spend while maintaining discovery potential
Used harvested data to refine targeting strategy
Results
Metric | Before | After | % Change |
|---|---|---|---|
TACOS | 141% | 10% | 🟩↓ 92% |
ACOS | 173% | 29% | 🟩↓ 83% |
Wasted Spend | €411 | €50 | 🟩↓ 87% |
Organic Sales % | 0% | 63% | 🟩↑ ∞ |
Sales, Spend, ACOS
Wasted Spend (weekly, in EUR)
CPC Distribution
High ACOS - Solid Red line
Low ACOS - Solid Green line
High Clicks, Zero Order - Dashed Red Line
Low Clicks, Zero Order - Dashed Green Line
Spend Distribution
High ACOS - Solid Red line
Low ACOS - Solid Green line
High Clicks, Zero Order - Dashed Red Line
Low Clicks, Zero Order - Dashed Green Line
Notes
We’re now preparing to increase ad spend, targeting search terms that previously converted while keeping the negative keyword bank active. We’ll also test new keywords with preemptive negations already applied — ensuring scalability without sacrificing profitability.
Tags:
launch, baby products, italy marketplace, negative keyword strategy, n-gram analysis, high acos, wasted spend, tacos optimization, organic growth, weekly optimization
